Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Cat Food in Sweden

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Executive Summary

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PROSPECTS

Wet cat food better suited to the unique nutritional needs of cats

In 2019, wet cat food continued to record solid current value growth as part of the wider premiumisation trend, as well as adverse press reports about the suitability of dry food for cats. Premium wet cat food was once again the best performing category as consumers traded up to higher quality and higher priced offerings.

Treats help owners strengthen the bond with their cats

Despite remaining a relatively small category, cat treats continued to perform well in 2019. Indeed, cat treats remained the most dynamic category throughout the review period.

Cats’ reliance on prepared food and owners’ willingness to cater to their dietary needs supports sales

Cat food sales were supported by both the growing cat population and the fact that more Swedish cat owners now feed their cats entirely on prepared cat food. Urban dwelling and apartment living are well suited to cat ownership, but the opportunity for such cats to consume birds and mice is greatly reduced and they are entirely reliant on being fed by their owners.

COMPETITIVE LANDSCAPE

VAFO Sverige offers dry cat food under the Brit brand, and clever marketing means the brand is perceived as high in quality and a superior option for cats with sensitive stomachs. The fact that Brit cat food is produced in Europe also appeals to consumers for both environmental (transportation) and quality assurance reasons.

Brand loyalty is strong, but leaders cannot get complacent

Cats are notoriously picky eaters and once a brand of food they like is found, owners tend to stick with it. For many years, the multinationals, Mars and Nestlé Purina PetCare, have benefitted from this with both retaining leading positions in cat food in 2018.

Low value economy segment holds little appeal for the multinationals

Private label continued to dominate both economy wet and dry cat food in 2018, largely due to these not being seen as lucrative categories for many brand manufacturers. Nevertheless, both categories continued to record steady current value growth, in fact registering their strongest performances of the review period in 2019.

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